Beyond Branding
is a collaborative effort by writers from around the world. We have been
meeting each year at a retreat in Medinge, outside Stockholm, to discuss
ways of using brands to shape a better future for society.

This book has grown out of our frustration that for too long branding
and branders have had a particularly narrow view of the world; one that
is short-termist, narcissistic and communications-led. These are tendencies
that do little to promote positive relationships and trustthings
that are integral to brand building.

We have collaborated on this book to help organisations develop more
effective responses to the values of integrity and transparency.